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ANDY Awards

Creative Award
New York, United States
Burger King + Peace One Day - "McWhopper" by ANDY Awards 2016

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TitleMcWhopper
Agency
Campaign McWhopper
Advertiser Burger King + Peace One Day
Brand Burger King + Peace One Day
Date of First Broadcast/Publication 2015
Business Sector Restaurants & Fast Food
Problem On 26th August 2015, Burger King did the unthinkable. They published an open letter in traditional and social media, proposing a 'burger wars' ceasefire with longstanding corporate rival McDonald's. BK proposed the two restaurants join forces to create a symbolic mash-up burger, The McWhopper, to be served on UN Peace Day. The proposal was met by frenzied public support, so McD's drew criticism when they said no. Inspired by BK's instructional 'burger build' online film, tens of thousands of people took matters into their own hands by creating and sharing do-it-yourself McWhoppers on YouTube, Instagram, Vine, Twitter, Facebook, and mainstream media. Meanwhile, four other competitor restaurants raised their hands for peace and together with BK created and served the historic 'Peace Day Burger' on Peace Day, 21st September 2015. So far the campaign has received over 8.9 billion impressions, equal to US$139 million in earned media
Media Type Case Study
Length
AI Description This advertisement features the proposed collaboration between Burger King and McDonald's in creating the McWhopper, a symbolic burger aimed at promoting peace. Shown on a Burger King tray, it showcases the Peace Day Burger with an information-packed design explaining the concept, visual facts, images of the burger, and public reactions. Bold text highlights McDonald's refusal and other competitors' participation. The ad prominently uses a peace symbol and numbers reflecting media impressions and public engagement. The message is clear: even without McDonald's, the initiative achieved substantial awareness and popularity.